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Exploring online consumer review-management response dynamics : a heuristic-systematic perspective
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Hung, Hsiu-Yu, Hu, Yansong, Lee, Nick and Tsai, Hsien-Tung (2024) Exploring online consumer review-management response dynamics : a heuristic-systematic perspective. Decision Support Systems, 177 . 114087. doi:10.1016/j.dss.2023.114087 ISSN 0167-9236.
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Official URL: https://doi.org/10.1016/j.dss.2023.114087
Abstract
Although the effects of managerial responses (MRs) on subsequent customer reviews (CRs) has been explored, we lack a comprehensive theoretical framework to explain the interdependent relationships between previous and subsequent CRs—specifically the dynamic influences of MRs on future CRs. We draw on emotional contagion and regulation theories to develop a heuristic systematic model to explain CR-MR dynamics in online settings. We propose six systematic processing and three heuristic processing routes to delineate the determination and persuasion effects between previous and subsequent consumers' CRs. The systematic routes describe how current customers' compliments, complaints, and emotions influence their current rating scores. The heuristic processing routes describe how previous customers' rating scores and emotions influence current customers' rating scores and emotions. We suggest MR strategies to regulate these effects. The presence and length of MRs defines the numeric heuristic route while the positive-emotion heuristic route is conceptualized through expressions of thanks, sincerity, interaction, and complimenting customers. Expressions of apology, explanation, empathy, and remedy inform the negative-emotion heuristic route. We collect text from customers' reviews and managers' responses from the TripAdvisor website using text-mining techniques and analyze our hypotheses using Pooled Ordinary Least Squares (pooled OLS) and Generalized Method of Moment (GMM) modeling. Our findings not only enrich the theoretical underpinnings of the CR/MR literature, but also provide managerial guidance on how customers' emotional contagion and rating behaviors might be regulated.
Item Type: | Journal Article | ||||||||
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Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Library of Congress Subject Headings (LCSH): | Consumer satisfaction, Corporate image, Internet marketing, Word-of-mouth advertising, Moments method (Statistics), Econometric models, Estimation theory, Consumer behavior | ||||||||
Journal or Publication Title: | Decision Support Systems | ||||||||
Publisher: | Elsevier BV | ||||||||
ISSN: | 0167-9236 | ||||||||
Official Date: | February 2024 | ||||||||
Dates: |
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Volume: | 177 | ||||||||
Article Number: | 114087 | ||||||||
DOI: | 10.1016/j.dss.2023.114087 | ||||||||
Status: | Peer Reviewed | ||||||||
Publication Status: | Published | ||||||||
Access rights to Published version: | Open Access (Creative Commons) | ||||||||
Date of first compliant deposit: | 22 September 2023 | ||||||||
Date of first compliant Open Access: | 25 September 2023 |
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